{"id":31158,"date":"2019-09-12T07:28:15","date_gmt":"2019-09-12T12:28:15","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=31158"},"modified":"2019-09-12T07:30:06","modified_gmt":"2019-09-12T12:30:06","slug":"timberland-to-help-plant-50-million-trees-in-five-years","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/timberland-to-help-plant-50-million-trees-in-five-years\/","title":{"rendered":"Boots on the Ground: Timberland To Help Plant 50 Million Trees"},"content":{"rendered":"

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Brand purpose has plenty of detractors inside the ad industry. For example, Simon White, chief strategy officer at FCB West argues: “When brands advertise their favorite social cause, instead of meeting consumers\u2019 goals, the advertising becomes irrelevant, ineffective and annoying.”<\/p>\n

White adds, “When it comes to advertising, don\u2019t start with your why, start with theirs.”<\/p>\n

It’s practical advice and it sounds good on the surface, but dreamers and iconoclasts reject it. Patagonia didn’t move to organic cotton because of a customer request or revolt. The bold move\u2014which led to higher retail prices and a total disruption of the company’s supply chain\u2014was made by the company’s enlighted leaders.<\/p>\n

It can be hard to factor on a spreadsheet, but doing the right thing often pays huge dividends. When doing the right thing happens to match the ethos embodied by the customer base, all the better.<\/p>\n

Nature Needs Heroes<\/h2>\n

Timberland, with headquarters in Stratham, New Hampshire is committing to help plant 50 million trees around the world by 2025.<\/p>\n

Wht plant trees? Trees help to clean air by removing carbon and releasing oxygen into the air; cool the air through evaporation; prevent erosion and save water, and more. Over the next five years, Timberland will support multiple re-forestation initiatives around the world in support of a greener future.<\/p>\n